4.
Online is integrated to our life through 5 main ac>vi>es•Social Networking•Search•Shopping•Entertainment•Organizing

5.
Various channels and devices integrate these ac>vi>es in our oﬄine world“The Internet is everywhere but not everywhere in the same way” Ien Ang

6.
Example: the mobile “While the PC is completely divorced from the physical world, mobile brings the power of the Internet into the real world in real Mme” (The Mobile Playbook)•The mobile is an extension of the online live people keep on their PCs•Consumer needs can be met immediately

7.
New technologies and plaQorms take this integra>on one step further...•Example: Loca>on Based Services allow even more personalized and real-­‐>me interac>ons

9.
THE PROBLEM: Consumer behavior analysis is broken down into silos•So marke>ng eﬀorts are siloed also •Silos spurred because of the increasing complexity of media

10.
But silos do not correspond to consumer reality where online ac>vi>es are part of an ec(h)osystem•Online ac>vi>es are all linked together into a bigger picture •This convergence blurs the line between online and oﬄine worlds

11.
Agencies need to address this ecosystem reality•Beware of consumer disappointment•Create consumer engagement by connec>ng at each touch point

13.
Brands do not want to just distribute uniform content across all channels This will interrupt the online conversa>on and spur nega>ve reac>ons

14.
They want to distribute personalized content across relevant channels... By telling a story with each chapter tailored to the channel and the user

15.
...and want consumers to interact with it“Give users the ability to interact with the content -­‐ not just consume it” (AdAge)•Passive consumers juste consume the story•Ac>ve consumers unlock it and really connect with the brand

18.
THE PROBLEM:Online adver>sing does not only compete with other brand messages but with every other piece of digital content and experience available“There is no point in making adverMsing that is beVer than other adverMsing: that is not your compeMtor for people’s Mme” (AdAge)So how do you capture consumer a;en>on so that they want to engage?

19.
Adding value to consumers’ lives:•Providing solu>ons to challenges: making life easier •Allowing fulﬁlling experiences: making life richer

20.
Help your consumers•Through solu>ons to challenges they face •Through an intui>ve interface

21.
Provide a life-­‐enriching digital experience:•Online experiences can be less enriching than real ones Online experiences are ”essenMally a simulacrum of reality -­‐ a re-­‐creaMon on a glowing ﬂat screen of the three-­‐dimensional, natural world and that something was being lost in the translaMon.” ABC News ar>cle•Brands can provide more human-­‐centered experiences.“Not making humans become more technological but making technology a bit more human” Ted Talk, Fabian Hemmert•Mul>-­‐sensory branding triggers a much deeper connec>on “Over the next few years, expect to see more examples of mulMsensory branding as companies ﬁnd new ways to push boundaries and sMmulate and connect with consumers.” AdAge

22.
THE STORY:OVERVIEWOnline is integrated to our life through various ac>vi>es, devices and technologiesAGENCY RESPONSE Transmedia storytelling addresses the ecosystem consumer reality FURTHER IMPROVING•Adding value to consumer’s lives •PuOng the human experience at the center to trigger deep emo>onal connec>on